A value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected click-through rate, ad relevance and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes) and the expected impact of extensions and other ad formats.
- When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, click-through rates and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.
- Your Ad Rank is recalculated each time that your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person's search and your quality at that moment.